If you want to put your business on the fast track, there is no better way than being positioned as a local Fitness Celebrity through the media. If the media runs your release or a story about you, they’re essentially endorsing you as a professional.
Plus, if you establish rapport with the media, they’ll come to you when they need quotes or help on a story that falls within your area of expertise. Heck, I was even able to parlay a media relationship into a weekly TV segment. And if I can get a regular spot on TV, I know you can;)
So here are 9 tips to get you started on your way to being a Fitness Celebrity:
1. Develop a list local media contacts. Newspaper, radio, TV, community journals and any local websites. You can use Google Maps and call the outlets directly to find the appropriate person to send releases to and the format which they prefer to receive media releases. You can also use Elance to have someone do it for you for less than $100.
2. Develop a Media Kit. Create your own media kit and send it to everyone on the list you just developed. Your kit should include:
- Contact Information
- Business card
- Press Release
- A Brochures or Summary Sheet of what you offer / do.
- Recent Press Clippings
- Photos that can showcase your business
- A Calendar of Upcoming Events
- Your Camera Ready Logo
- Nonprofit and community projects
- Recent awards
3. Contact each person on your media list. Let them know who you are and that you are ready to help. Provide your contact information. The media’s needs are time sensitive so you have to be ready to respond on a moment’s notice if they call.
4. Write, write, write. Block off time to write a press release at least every 2 weeks. You can write releases:
- Piggyback on major local or national news
- Find a way to piggyback upcoming holidays or events
- Stirring up controversy
- Based on general topics of public interest
- Announcing significant business accomplishments
- Announcing the launch of a new program
- Announcing charitable contribution or support
5. Be Consistent. Your media contacts are getting hit with hundreds of releases every day. Not all of yours will get picked up, but when they do the impact can be huge.
6. Study how to write effective releases. If you want the media to take you seriously and your releases to grab their attention you need to write your releases in the proper format and use attention grabbing headlines.
7. Keep your releases short. 1-2 pages max., 1.5 line spacing.
8. Be Newsworthy. Don’t send media releases that could pass for advertisements. Provide newsworthy content, preferably with a hook, and you’ll get picked up soon enough.
9. Send a Thank You Note. Good manners go a long way. (But don’t send a gift as most media professionals ethically can’t accept it.)
Do you have any other tips for becoming a Local Fitness Celebrity through the media? Share them below.
Dedicated to your success,
Pat Rigsby
Pat Rigsby is a Co-Owner of the International Youth Conditioning Association & the youth fitness franchise Athletic Revolution as well as a fitness industry consultant serving thousands of personal trainers and fitness entrepreneurs. Sign up for his fitness business free newsletter to discover proven marketing, sales and business strategies, along with blog updates, news, and more! While you’re at it, follow him on Twitter.
Great job on this, Pat.
#8 is particularly important. The media NEEDS stories and wants to hear from fitness pros.
HOWEVER, the key is, as you wrote, they MUST be newsworthy. They aren’t interested in advertising someone’s business for free. They’re interested in providing great content and stories for their viewers, readers and listeners. They are NOT interested in commercials.
Beautiful! I’ve been a little to relaxed in the media arena so thank for the stark reminder.
Great post! Becoming a local celeb is what it is all about. “The Godfather” and I have some work to do and I think this is going to put us on the right track.
Thanks guys
what do you mean by camera ready logo?
HMM Newsworthy! remember if you spin your story it can become newsworthy. We are doing a client wine and cheese event for our training studio-probably not newsworthy BUT we are tasting wine from a brand new local winery. OK that might get their attention…. We will see if it does press release is going out later today.
This a great overview of how simple it is to implement a PR strategy! The one thing I would add to the media kit is a bio that clearly and succinctly spells out why the press should tap you as an expert: specialization in your industry, professional successes, certifications/education, celebrity clients–if you can mention them, highlights of any significant media placements (i.e., featured on ESPN) and published articles and/or books.
I just sent in a press release a few weeks ago about how “Running by itself is useless for weight loss”. The negative feedback and positive I recieved was amazing. Controversy sells!
It doesn’t hurt to have writers and photographers in your bootcamp either.
What about asking radio hosts/ newspaper writers to be a part of a contest you are running? We’ve been toying with the idea of approaching local radio hosts with the idea of giving them free training during our next contest in exchange for a little air time.
What’s the worst they can say, Nancy?
I would add…think more in terms of online accessibility. This is becoming HUGELY important because traditional media (TV, newspapers, print mags) are focusing more than ever on the web, especially in terms of social media.
Journalism is changing, so what might have worked years ago, might not now.
Another idea: Find media “friends” to follow on Twitter. I’ve had good luck making contact with editors there–just to be social and network, not to pitch stuff. It helps them get to you and recognize your name.
With Twitter’s new lists feature, it’s easier to find media folks. Check out the lists I was put in for media to see what I mean. Also try http://www.mediaontwitter.com.
Finally, make your media kit digital to save money, the environment and contributing to a journalist’s already-too-messy desk (er, not that *I* have a messy desk). If someone wants a hard version of a media kit, make one for them.
Amanda
sounds great. do you have a good example of a press release?
Hey guys this would be a great webinar in itself, some of the lingo like “hook” could use some “splaining”. Also, more detail who to send releases to in regards to local newspapers and publications. Thanks for the nudge.
Work with your friends and clients to make a connection to the media. Someone might know someone at a newspaper, tv, or radio. A few years ago we did this and someone happened to know the station manager at the local NBC affiliate and viola! we were on the early morning news two weeks later. It was a nice “foot in the door”. It definitely helps to have something unique and content worthy. Thanks Pat!
Hi guys , thanks for the tips ,I thibk the biggest to take from this is
“Be Newsworthy” also I’m with Lynnell ,what do you mean by
“camera ready logo” ?
Cheers
Jason .
Great article, the local media has sure helped me tons this past year. I have been on TV over 30 times just this year. This past week I was on 3 times and filmed two more segments that will air week. I have all 4 stations working with me on a continual basis.
You are right, media wants what we have to say. It isn’t very hard to get the first spot, BUT you need to be good on camera, otherwise it will be your last spot
I enrolled in speech classes and acting classes to improve my camera performance and comfort level. I have a long way to go, but each time it gets better and easier!
Thanks P,N, and J
Dustin
Camera ready: if you google it you’ll find something like…
“artwork and copy that is ready to be photographed or otherwise reproduced in the printing process. All work must be camera-ready before it goes to the printer. In an advertising agency, this preparation is done by the art department.”
When I started running boot camps in the summer, I walked into the local paper to announce myself, spoke to one of the reporters, told them I was running a free Saturday workout that weekend and to come along [bring friends]
She came along, enjoyed it and then I made her an offer….I would train her for free, if she kept up a regular blog in the paper…..she had a word with her editor, and started a month later in September. [Her husband is a sports reporter for the same paper...he trains too and pays full fee, whilst she trains for free]
I have gained a handful of clients from that [however I have to say, that my number 1 source of new clients are my existing clients....can't beat word of mouth for sure!]
@Amanda Vogel: Awesome article Pat. Thanks for stirring us up in this area again as its always good to have reminders.
Thanks as well Amanda for sharing the twitter media link. Good stuff!
This is great info. Reminder to me to complete my press kit
Thanks
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